Design for simplicity, not cleverness

If people could get over the idea of reducing friction as a number of goal or reducing the number of clicks or taps to do something, and instead focus on how can I make this simple? How do I prevent people from having to think in order to use my software?

Really around designing for clarity instead of cleverness. If something's a standard and people understand it, if you lean into it, you're going to get so much leverage than if you reinvent it.

The more that we can make the feature easily comprehensible to users, the more retentive it is. We've run a number of experiments to do this.

I hate to sound so simplistic, but a lot of it is about making things easier logistically and cognitively, and making the benefit much more clear, salient. We say moving it from abstract to concrete.

We strive for this concept of what we call perceived simplicity, which is there are advanced features in the product and they are easily discoverable when you look for them, but they're effectively hidden if you're not looking for them.